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New catch up TV service from ITV brings to light changes in our cultural use of television; people are more and more frequently not watching television as it is transmitted but rather choosing to watch later when convenient to them. The ability to ditch the commercials along with the irritating postcard reviews of what we’ve already seen and what we’re going too see, is also a great bonus. However, it is also indicative of a real change in the way we want to receive television programming, when convenient – and also where convenience. Interesting times ahead.